Yum! Brands Competitive Positioning

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Global Strategic Management: YUM! Brands/KFC

Changes in KFC Global Positioning Over Past 5 Years:

2008: 2012:

Countries to which KFC has expanded from 2008-2012: Turkey, Costa Rica, Guatemala, Kenya, Croatia, Nigeria, and Iraq.

Source:
“KFC.” Wikipedia: NP. <http://en.wikipedia.org/wiki/Kfc> (Accessed 12 April 2012)

For a number of years, KFC has based its brand strategy on the functional benefit of taste with ‘Finger Lickin’ Good’. But in that time the brand has grown from beyond offering a tactile taste experience. While the world-famous fried chicken lies at the heart of the brand’s success, it has since diversified into over 109 countries and into new menu items, including Twisters, snacking products, beverages such as Krushers and breakfast foods. In 2011, the company introduced their new slogan, “So Good,” which appropriately refers to the more internationally relatable feeling of contentment from satisfying a taste craving and alleviating hunger12.

Industry Competition:

Yum! Brands, Inc. operates in a subset of the Restaurants industry, specifically the Quick Service Restaurant (QSR) segment. Each of its subsidiaries competes with international, national and regional restaurant chains as well as locally-owned restaurants. The company defines its principal competitors and those of its subsidiaries as McDonald’s Corporation, Wendy’s Corporation, Burger King Corporation, AFC Enterprises, Inc., Subway Restaurants, Domino’s Pizza, and Little Caesar’s Pizza. These large, established competitors have strong brand identities and make it more difficult to enter and succeed within the country marketplaces; new entrants find that they are faced with price competition from existing restaurant chains.

Competitor’s Name:| LTM revenue ($MM):| LTM date:| Source:| Business Description:| McDonald's Corp. (NYSE:MCD)| $27,006.0 | Jan-01-2016| Jack in the Box Inc. (NasdaqGS:JACK) 2011 Form 10-K| McDonald’s Corporation, together with its subsidiaries, operates as a foodservice retailer worldwide. It franchises and operates McDonald’s restaurants that offer various food items, soft drinks, coffee, desserts, snacks, and other beverages, as well as full or limited breakfast menu. As of December 31, 2011, it operated 33,510 restaurants in 119 countries, including 26, 598 franchised restaurants; and 6,345 company operated restaurants. McDonald’s Corporation was founded in 1940 and is based in Oak Brook, Illinois.| The Wendy's Company (NasdaqGS:WEN)| $3,439.9 | Oct-03-2015| Jack in the Box Inc. (NasdaqGS:JACK) 2011 Form 10-K| The Wendy's Company operates as a quick-service hamburger company in the United States. The company, through its subsidiary, Wendy's International, Inc., operates as a franchisor of the Wendy's restaurant system. As of January 30, 2012, the Wendy's system comprised approximately 6,500 franchise and company restaurants in the United States and the United States territories, as well as in 26 other countries worldwide. The company was formerly known as Wendy's/Arby's Group, Inc. and changed its name to The Wendy's Company in July 2011. The Wendy's Company was founded in 1884 and is headquartered in Dublin, Ohio.| Burger King Corporation| -| -| Yum! Brands, Inc. (NYSE:YUM) 2011 Form 10-K| Burger King Corporation operates and franchises restaurants in the United States and internationally. Its menu includes flame-broiled burgers, chicken sandwiches, salads, side items, drinks, desserts, breakfast and meals, kids meals, chicken tenders and fries, French fries, onion rings, side garden salads, Dutch apple pies, diet cokes, hamburgers, and cheeseburgers. The company was founded in 1954 and is based in Miami, Florida. Burger King Corporation operates as a subsidiary of Burger King Holdings Inc.| AFC Enterprises Inc. (NasdaqGS:AFCE)| $151.7 | Oct-03-2015| Yum!...
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